Creativity and CopywritingLecture 4 – Creative Thinking

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Creative Thinking 30 Circles Challenge

Wednesday, September 5, 12

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development funds, we’re making lives better from the inside out.”

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“Better is when everyone can afford daily

essentials. That’s why we keep our products at

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Creativity

FlickruserZENAHORA

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What is creativity?

Creativity

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Introduction

Credit: Copyblogger.comLynn CS4029 Lecture 4

Image: Copyblogger.com

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Introduction

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Image: Copyblogger.com

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Creativity

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SkillA common myth is that you’re born with or without the ‘creative gene’. When it comes to creativity, I believe it’s a nurtured skill; like any skills, if you practice it, you can improve.

Creativity

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Creativity

Creativity is a ‘habit of intention’.

Impermanent

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It’s what you do with thesame materials!

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Creativity

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AttitudeBehavior &

Creativity

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&

Creativity - Behavior

AttitudeBehavior

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remix

honor

study

steal from many

credit

rip off

degrade

skim

steal from one

plagiarize

transform imitate

-Austin Kleon, “Steal Like an Artist”

Seek InspirationCreativity - Behavior

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Mindmaps

1

Free Association

2

Lists

3

Changing POV

4

Assumption Tests

5

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PracticeCreativity - Behavior

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FlickruserGaryCope

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Establish a RoutineEstablish a Routine

Creativity - Behavior

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Lateral Thinking

Vertical Thinking

vs.

Be DisciplinedCreativity - Behavior

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Lateral ThinkingLateral thinking goes wide and is not restricted by patterns. It’s trying to open all the possible doors in the hallway, but not going through them. In the the 30 circles exercise for example, you may fill in a ball, a caterpillar, a wheel, and a happy face.

Creativity - Behavior

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Vertical thinking goes deep. It’s more selective and sequential. Think about opening one door and going through it with blinders. In the the 30 circles exercise for example, you may fill in a football, baseball, volleyball, tennis ball, and bowling ball.

Vertical Thinking

Creativity - Behavior

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&

Creativity

AttitudeBehavior

Lynn CS4029 Lecture 5FlickruserTomMrazek

An essential aspect of creativityis not being afraid to fail.

Edwin Land“

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Creativity - Attitude

Curious & Playful

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Creativity - Attitude

Courageous

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Creativity - Attitude

Persistent

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16 Principles for Great Advertising By Andy Greenaway

1. Have a big idea2. Be original3. Be irreverent 4. Be memorable5. Be relevant6. KISS – ‘Keep it So Simple’7. Simple doesn’t mean dumb8. Crooked line, straight picture

Guest Speaker

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9. Crooked picture, straight line10.Be an elephant carver11. Involvement12. It can be picture-led or copy-led13. Ignore #1214.Execution is everything15.Allow participation16.Do stuff outside of advertising

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Appendix

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A Creative Thinking Approach by Hyper Island

RIVERS OF THINKING

PROVOCATION!-Otto Ruijs, Hyper Island

Seek inspiration through provocation (questioning your first thoughts, held beliefs and assumptions)

Exaggerate

Remove

Go Weird!

Challengetheassumptionsyoubaseyourbusinesson.

-Otto Ruijs, Hyper Island

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HOW TO START A REVOLUTION

LIST THE RULES SURROUNDING YOUR CHALLENGE

TWIST THE RULES – REMOVE THEM, EXAGGERATE THEM, GO WEIRD!

ASK YOURSELF: “UNDER WHAT CIRCUMSTANCES COULD THAT BE TRUE?”

CAPTURE ANY IDEAS THAT EMERGE

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-Otto Ruijs, Hyper Island